With mobiles becoming the next big wave in the digital marketing domain, Handygo, the mobile VAS provider, is all set to tap into the potential of m-commerce. The company has invested USD 10 million in developing Rockasap, a mobile retail platform to target consumption on the go. It is planning to invest another USD 20…

In an atmosphere where collisions between business and technology are increasing and digital is being consciously rated above the core mediums of marketing, it is impossible to become complacent with the medium. In fact, marketers need to accommodate to this medium more than the medium seeks to be accommodated. Needless to say, its inevitable incorporation…

Running into its twenty-fifth year, Dhara, the edible oil brand, has renewed its positioning for the health conscious consumer who has become increasingly demanding as far as food categories are concerned. The brand, which for long, harped on the â€˜purityâ€™ plank has moved to offering guilt-free healthy options in terms of the different variants of…

Who are kids? Nobody who is 8-12 years old considers himself/herself a kid. Kids to them are less than five years old who have not yet started going to a proper school. Kids are those who watch Doraemon, Barbie and Chhota Bheem. Kids are those whose mothers help in homework. Kids are those who are…

From a wide array of kid-centric goodies to clutter-breaking creatives, Perfetti Van Melle has managed to maintain brand recall among a highly fickle minded kidsâ€™ segment.Â Pitch speaks with Nikhil Sharma, Marketing Director, PVMI, to know his views on marketing to kids. Excerpts: Can we have one strategy for kids in the age of 4-14,…

Mobile media company, Affle, has launched a new ad technology network, Ripple, its rich media and video advertising network. In line with the growing convergence of smart devices, Ripple will offer advertising solutions across all smart screens including PC, mobile, tablet, smart TVs, consoles and so on. Supported by HTML 5 and Flash, Ripple claims…

â€œTamil actor Vikram is now the brand Ambassador for Parle-G.â€ â€œAsin the new brand ambassador of Lux.â€ â€œRanbir Kapoor is Nokiaâ€™s brand ambassador.â€ â€œShah Rukh Khan, new brand ambassador for Pepsodent.â€ What role does a brand ambassador play in branding of a product? Brand ambassadors are like celebrities from the outside world to laymen urging…

Facebook, Youtube, E-commerce â€“ unknown entities at the turn of the century, have today become an integral part of many lives. As for marketers, the social media has emerged as a means to communicate with their end consumers. But, are marketers using this medium effectively to disseminate information about their product to their target audience?…

‘Consumer is the king’ is an old paradigm, and so is the thought â€˜Brands manage customersâ€™, said Prakash Nedungadi, Group Head-Consumer Insights and Brand Development, Aditya Birla Group, at the panel discussion ‘Future of advertising â€“ Managing Customer Experiences’ at the Twelfth CII Marketing Summit 2012 in Mumbai. Nendungadi said that that traditional model of…

Neuroscience can be defined as â€œthe study of the human nervous system, the brain and the biological basis of consciousness, perception, memory and learning.â€ Marketing guru, Philip Kotler defines marketing as â€œthe set of human activities directed at facilitating and consummating exchanges.â€ At first glance, there seems to be no co-relation between these two streams.That…